The SMARTER method is a valuable asset when it comes to successfully setting goals that allow your B2B business to grow. It makes it possible to structure your ideas, to maintain a strategic vision, and to transform your ambitions into concrete actions.

But let’s be honest, even with this tried-and-true method, it can be easy to make mistakes that slow down your progress.

Every pitfall has a solution.

These mistakes do not mean that the SMARTER method does not work – they are often due to a lack of practice or clarity. Thankfully, there are simple ways to avoid them and to make the most out of this approach.

In this blog, we will discuss the most common mistakes businesses make, and, more importantly, the solutions to avoid them. Whether you are new to marketing or wanting to structure your endeavours, these practical tips will help you move forward calmly and efficiently.

1. Setting goals that are too vague.

A common mistake when using the SMARTER method is to set goals that are too vague. In B2B, sales cycles are often long and complex. Vague goals run the risk of discouraging your teams and to spread your efforts too wildly.

Vague goals do not clearly define what you aim to accomplish. This makes it more difficult to determine if you are on the right track. Moreover, vague goals make it difficult to assess progress, and, consequently, to determine when you are successful or need to make adjustments.

Finally, vague goals leave room for interpretation, which can lead to misunderstandings and poor coordination.

How can you avoid this mistake?

Make sure that your goals meet the S-Specific component of the SMARTER method. Ask yourself clear questions: “What do we want to accomplish? For whom? In what timeframe?” Add details, including numbers and context.

❌ Example of a vague goal: “Improve our online presence”.

✅ Example of a specific goal: “Increase quality traffic by 20% on our B2B website within 6 months with a LinkedIn campaign aimed at food industry leaders.”

With specific goals:

• Your efforts are more focused
• Your results are easier to measure
• Your teams share a clear vision of what you need to accomplish

2. Not measuring your progress regularly

One of the pillars of the SMARTER method is the M-Measurable component, which guarantees that your goals are assessed and followed up on.

However, many B2B businesses neglect this step. Without a measurement component, it is not possible to assess your progress and therefore to adjust your actions in real time. This significantly limits the efficacy of your current strategies, while also making it more difficult to identify successes and setbacks. Your business deprives itself of precious information for future initiatives.

Finally, this lack of clarity can demoralize your teams because there is no tangible feedback from their efforts.

How can you avoid this mistake?

1. Identify key performance indicators (KPI): Associate each objective with its specific metrics, like a Net Promoter Score (NPS) or the client retention rate (CRR).
2. Define measurable thresholds: Define a number or a percentage to achieve. For example, increase client satisfaction from 85% to 90%.
3. Regular progress reports: Implement tools for follow-up, like dashboards to analyze your results at regular time points.

❌ Example of a non-measurable objective: “Improve customer satisfaction”.

✅ Example of a measurable objective: “Improve the NPS score of our B2B clients from 75 to 85 before the end of the year thanks to improved customer support processes”.

This goal specifies what is measured, how and in what timeframe.

3. Not having achievable goals.

In B2B, it is tempting to aim high to motivate your teams or impress relevant stakeholders.

However, aiming for unachievable goals does not meet the A-achievable component and can quickly demoralize your teams. They will feel that they are aiming for unrealistic goals that are out of reach. This can also mean that the focus is not on the immediate and concrete strategies that should be prioritized and that require your attention.

Even worse, goals that are always out of reach could be detrimental to your teams’ confidence in your processes and methods, leaving them skeptical about your action plan.

How can you avoid this mistake?

1. Analyze your current capacity: Question yourself to determine if your human, financial and technological resources really allow you to meet your objective.
2. Keep in mind past data: Base yourself on your performance history to define a new, realistic goal. For example, if your sales have increased by 10% every quarter, aiming for a 12% increase is ambitious but achievable.
3. Consider the current market: Keep informed on current trends and demands. If the sector is slowing down, aiming too high can lead to failure.

❌ Example of an unachievable goal: “Multiply the number of leads by three, within 2 months, with marketing efforts”.

✅ Example of an achievable goal: “Increase by 15% the number of qualified leads in the next 6 months by launching a targeted LinkedIn campaign, supported by an e-book designed for food service managers”.

This goal is ambitious but achievable. It takes into consideration B2B sales cycles and the resources needed to get the desired results.

4. Ignoring the relevant component.

One of the essential components of the SMARTER method is to align your goals and your strategic priorities with the specific needs of your B2B business. Nevertheless, it is not uncommon to see resources allocated to goals that are irrelevant and disconnected from the desired results.

This mistake occurs when the R-Relevant component in the SMARTER method, which assesses the relevance of your objective, is overlooked. Goals that are not relevant weaken your efforts, limit your impact and take your focus away from your true priorities.

These goals use up precious resources, in terms of time, budget and energy, without bringing any real added value. In the end, there is a risk your teams will lose their motivation, as they struggle to understand the desirability or impact of the actions taken.

How can you avoid this mistake?

1. Align your goals with your strategic priorities: Each goal must directly contribute to achieving significant results for your business, like lead generation or customer retention.
2. Know your audience: Aim your efforts towards the channels and strategies that directly impact your B2B decision makers or key influencers.
3. Ask yourself: “Why is this goal important?” If the answer is not obvious, it is likely that your goal is not properly aligned with your needs.

❌ Example of an irrelevant goal: “Increase the number of Instagram followers by 50% in three months”.

✅ Example of a relevant goal: “Increase by 20% the number of qualified leads generated via LinkedIn over the next 6 months”.

This goal is relevant because it focuses on a platform where your B2B decision makers are active and because it directly supports your growth strategy.

5. Focusing only on the short term.

One of the fundamental principles of the SMARTER method is the T – Time bound component, which requires defining a clear timeframe to reach a goal.

Goals without a due date lack a sense of urgency, which can lead to procrastination or scattered efforts.

The absence of a deadline prevents you from effectively planning the steps necessary to achieve your goals within a reasonable time-lapse. Ultimately, it makes assessing your results more complicated, because without a defined timeline it is impossible to determine whether deadlines are met.

How can you avoid this mistake?

1. Set a specific deadline: Determine a clear and realistic time-lapse to reach your objective, taking into consideration that B2B sales cycles are often longer.
2. Break down the objective into intermediate steps: plan short-term benchmarks to maintain a regular follow-up and motivate your teams.
3. Consider market constraints: Adapt your timeline to seasonal constraints or activity cycles specific to your sector.

❌ Example of a goal that is not time bound: “Increase the number of qualified leads”.

✅ Example of a goal that is time bound: “Increase the number of qualified leads by 15% before the end of the quarter, with a weekly performance assessment”.

This goal includes a clear deadline (end of the quarter) and a timeline for follow-ups to ensure that the deadline is met.

To conclude

The SMARTER method is a powerful tool that allows you to structure your objectives and achieve them more effectively. However, implementation must be well thought out to avoid common mistakes. By defining S-specific, M-measurable, A-achievable, R-relevant, T-time bound objectives that you can E-evaluate and R-readjust, you maximize your chances of success. The SMARTER method underscores the importance of taking time to assess and review your strategies along the way to guarantee continuous improvement.

Whether for your marketing campaigns, in-house projects or branding initiatives, avoid these 5 common mistakes and the SMARTER method will become your ally for concrete and sustainable results.